but at an event in geneva, switzerland you need deep pockets to buy some special time pieces. >> reporter: it's a status symbol like no other. a look at me that's, well, timeless. >> the nice thing about watches, it's the only item you can collect and carry it with you all day long. even with a car at the end of the day you can drive it but you have to park it and go upstairs. >> reporter: those serious about watcheses come to geneva in switzerland, the home of watch making. the most prestigious maker in the world is a family run business that's been making watches since 1851. [ speaking french ] >> reporter: a place where time really is money. how much money do i need to buy a watch here? >> prices range, i would say, between $350,000 u.s. to $1.3 million u.s. those watches you see on the windows you can't buy them. first, you order them. you have to wait probably between two and three years before getting them. >> reporter: right. >> you have to be patient. >> reporter: this is a former new york lawyer who runs a geneva-based auction house dealing exclusively in watches. he says collect